Marketing Concept and Customer Orientation

Abstract

Examines the marketing concept (MC) and its foundation of customer orientation. Proposes that the General Electric Company promulgated MC and that this followed the Second World War, before being accepted formally by academics. States that the two major concepts are: that consumers know what they want; and that consumer sovereignty prevails. Believes marketers cannot take consumers as a given nor take them for granted and neither can manufacturers or they will also suffer. Questions whether consumers are always informed about products and what exactly they require and whether firms see themselves as merely responding to the market flow. States, in conclusion, that marketing communications can help shape wants and beliefs and that marketers should aim their best efforts at this area to enable better contacts.

Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty

“…Another common problem in this type of literature is that it underestimates the existing discrepancies on the definition of the marketing concept. For example, for some authors, the current definitions of marketing take into account only one (the firm) of the actors in the exchange process (Trustrum, 1989;Gronroos, 1989) and they favor the short-term perspective over the long-term (Dickinson and Herbst, 1985). Also, the meaning of marketing is reduced to only one of a firm's many techniques (Bartels, 1974), and hampers the establishment of its conceptual limits (Kurzbad and Sol dow, 1986).…”

American Voters' Statements of Positive and Negative Preference for Candidates and Parties 1980–2000

“…The raison d'être for marketing is that a knowledge of what the customer wants (Levitt, 1960) and maybe also, adopting a post-modern perspective, what the customer doesn't want (Cowell, 1984, Dickinson et al, 1986Proctor et al, 2001) enables one to predict what the customer will buy. In the case of political marketing, the fundamental presumption is that knowledge of voters' preferences enables prediction of their voting behaviour, assuming that they do indeed turn out to vote and that they are not merely voting out of habit (Green and Shachar, 2000).…”

Em busca de uma agenda brasileira de pesquisa em estratégia de marketing

“…Tanto os consumidores como os acadêmicos locais, infl uenciados também pela Guerra Fria e por um contexto político-econômico em que a grande empresa tem menos poder político do que nos Estados Unidos, questionaram e continuam questionando a relevância e a legitimidade da disciplina (Arndt, 1985;Brownlie e Saren, 1992;Dickinson et al, 1988). Dois pontos de interesse para esta seção são o não-alinhamento de alguns acadêmicos europeus ao conceito de OPM e a insistência em problematizar questões de implementação e de relevância (veja Brownlie e Saren, 1997;Henderson, 1998;Piercy, 2002;Wensley, 1995;Whittington e Whipp, 1992).…”